The wheel putter-onner-er machine in Charlie Chongs factory just didn’t work properly. Not the dealers fault right?

So you - the customer, got a bit excited at this potential car, and then were let down and disappointed. Your brand quality perception is now below (-10) where it was to begin with not even knowing about the car in the first place (0).

Well the car dealer decided to go for a different model of car now… one with four wheels and it works fine. Does this mean you’ll just go rushing back? No. Because he cheated you out once, you still don’t trust the product. Your perception of him is still below (-10) that of a person who has never been to his website… I mean, car dealership (0).

Essentially all this CEO is doing now is offering the product he promised he was offering to begin with. One would argue he deserves to lose customers over it, not expect to gain more when the problem is rectified.

He was offering a dodgy product and hoping that at least x many people wouldn’t notice.

One would then argue that in order to get these previously disgruntled customers to return, he has to offer them MORE than what was originally expected - i.e. compensation (to bring them up to +10 - you don’t want them to just go back to 0, its as good as a minus). You could just send these complaining customers a 10% off thingmo - but statistics show for every one customer that calls to complain - about 10 or so are pissed off but don’t. They are probably going on to wotif.com and then telling their buddies to do the same.

This company needs to regain consumer faith in their product, and encourage the use of their now functioning product.